Advancing research on loyalty programs: a future research agenda

被引：0
|
作者：
Els Breugelmans
Tammo H. A. Bijmolt
Jie Zhang
Leonardo J. Basso
Matilda Dorotic
Praveen Kopalle
Alec Minnema
Willem Jan Mijnlieff
Nancy V. Wünderlich
机构：
[1] KU Leuven,Faculty of Economics and Business
[2] University of Groningen,Faculty of Economics and Business
[3] University of Maryland,Robert H. Smith School of Business
[4] Universidad de Chile,Civil Engineering Department
[5] BI Norwegian Business School,Tuck School of Business at Dartmouth
[6] Dartmouth College,undefined
[7] Loyalty Lab B.V.,undefined
[8] University of Paderborn,undefined
来源：
Marketing Letters | 2015年 / 26卷
关键词：
Loyalty programs; Loyalty program design; Loyalty program performance assessment; Emerging trends; Partnership loyalty programs; Customer relationship management;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
Despite the growing literature on loyalty program (LP) research, many questions remain underexplored. Driven by advancements in information technology, marketing analytics, and consumer interface platforms (e.g., mobile devices), there have been many recent developments in LP practices around the world. They impose new challenges and create exciting opportunities for future LP research. The main objective of this paper is to identify missing links in the literature and to craft a future research agenda to advance LP research and practice. Our discussion focuses on three key areas: (1) LP designs, (2) Assessment of LP performance, and (3) Emerging trends and the impact of new technologies. We highlight several gaps in the literature and outline research opportunities in each area.
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页码：127 / 139
页数：12
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